FH‘23 aesthetic inspiration
BREIF
Develop a cohesive seasonal aesthetic strategy for ZG's FH’23 collection that would align merchant and creative teams around two distinct but complementary design directions.
problem
Without a shared visual language, merchant and creative teams risk making siloed decisions across furniture, lighting, decor, art, and color that result in an incoherent product assortment on the floor.
design intent
Define two elevated aesthetics, Warm Modern and Salon Nouveau, each with its own mood, color palette, print language, and inspirational universe to guide product selection and storytelling across every category.
insight
Today's home consumer doesn't choose between comfort and sophistication; they want spaces that feel personal, curated, and culturally informed, whether drawn to the tactile warmth of burl wood and brass or the polished drama of jewel tones and maximalist pattern.
out come
The deck became a shared north star for cross-functional teams, ensuring that every product decision, from a geode table lamp to a berry velvet sectional, laddered back to a clear, ownable seasonal point of view.
warm modern
aesthetic inspiration
get the look & color palette
